FE7P64 Dissertation | London Metropolitan University

Research aim:

The aim of this research is to explore the role of social media in shaping customer perception and adoption of internet banking.The goal of the research is to determine how social media platforms affect consumers' perceptions, levels of trust, and choices about using financial institutions' online banking services.

Research Questions of this topic:

• What are the main social media elements influencing the uptake of online banking?
• What role do social media marketing strategies play in promoting internet banking adoption?
• What effect does social media have on consumers' opinions (perceptions) of online banking?
• How do customer interactions and feedback on social media affect their trust in internet banking services? 

Objectives:

• To examine the impact of social media on how customers perceive internet banking.
• To evaluate the impact of customer interactions and feedback on social media on their trust in internet banking.
• To determine the main social media elements that influence the use of online banking.
• To evaluate the efficacy of social media marketing strategies in encouraging the adoption of internet banking.

Brief summery of topic:

The introduction of social media has completely changed the way that companies communicate with their clientele. Social media platform integration in the financial industry presents a special chance to mold consumer attitudes and encourage the use of online banking services. The goal of this study is to examine social media's complex function in this setting.

Social Media and Customer Perception: Social media has grown to be an important medium for consumers to learn about and express their thoughts about a range of services, including online banking. Facebook, Twitter, LinkedIn, Instagram, and other social media platforms give banks the ability to reach a large audience by combining customer support, promotional activities, and informational content. This study looks at these interactions to see how social media affects consumers' opinions on the overall worth, convenience, and security of online banking services.

Key Factors Influencing Adoption: Perceived ease of use, security, trust, and the advantages it provides are some of the elements that impact the adoption of online banking. The goal of this study is to pinpoint the precise adoption-promoting elements connected to social media. A customer's decision to use online banking, for example, can be greatly influenced by favorable testimonies, peer evaluations, and influencer endorsements on social media. Furthermore, client behavior can be significantly influenced by social media ads that showcase the capabilities and advantages of online banking. 

Moreover, Banks advertise their online banking services through a variety of social media marketing techniques. Engaging content, influencer collaborations, interactive customer service, and tailored advertising are all examples of this. Evaluation of these tactics' efficacy in promoting online banking use is the goal of the study. The study aims to offer insights into optimal strategies for utilizing social media to improve customer engagement and adoption rates by evaluating the effects of various marketing techniques.

The study intends to provide useful insights for financial institutions wanting to improve their online banking services through efficient use of social media by examining the impact of social media interactions, identifying important influencing elements, and evaluating marketing methods. The results of this study may influence future approaches to service delivery and consumer interaction in the ever changing world of digital banking.